MEDIA moo-vers and milk shakers have been hired to promote Manchester's first ever CowParade.

Billed as the most exciting event since the Commonwealth Games, the CowParade will see herds of life-size, fibreglass cattle `grazing' on the streets of Manchester between June and September this year. Many will be sponsored by businesses and individuals, who will be free to decorate them as they see fit.

Manchester's Dinosaur consultancy has been appointed to create an advertising campaign to promote the spectacle, described as "the biggest art exhibition in the world".

Dinosaur's winning concept features iconic cows - to be recognised as the faces of Manchester CowParade 2004 - with local landmarks as a backdrop.

The campaign is designed to boast a unique Manchester feel and to appeal to everyone from local artists to international tourists, businessmen and the general public.

The consumer campaign will begin this month. Charles Langhorne, director of CowParade Europe, said: "What really impressed me about Dinosaur is that they showed an understanding of the CowParade brand and how it would translate to the Manchester landscape."

Chris Lloyd, creative director with Dinosaur, based in Manchester's Northern Quarter, said: "This is a dream project to be involved with - a worldwide recognised brand, coupled with humorous subject matter.

Once you get involved it starts to take over your life - no more counting sheep!"

PR for the CowParade is being handled by Lethal Communications. Mr Langhorne added: "Lethal have some great ideas. CowParade is delighted to welcome them on board.

Shelagh Bourke at Lethal Communications said: "We are delighted to be on board with CowParade. It's a once-in a-lifetime opportunity and we are looking forward to achieving profile on an international scale - as well as having lots of fun."

It made its debut in Zurich in 1998 and has taken place in Barcelona.

After this year's north west event, the cows will be auctioned off, with Manchester Kids' charity the beneficiary.